Digital sales contribution to overall grocery sales witnessed a dip until May 2022, as shoppers returned to the stores. Digital sales picked up from June 2022, witnessing the highest contribution of the year in November 2022 (17.1%).

 

State of Digital Grocery in 2022

  • 63% of all of all grocery shoppers shopped digitally in 2022
  • $82 average basket size for a digital grocery order in 2022
  • $23 billion amount of digital sales lost by grocers due to 'unavailable' or 'unsubstituted' items
 

State of Digital Grocery in 2022: Holiday Recap

  • 58% of all grocery shoppers spent more during the holiday season this year than last year
  • 62% of grocer shoppers said they bought less than what they wanted because of price increases
  • 82% of grocers said their digital commerce platforms were prepared for the holiday season (website, app)
 

State of Digital Grocery: 2023 Digital Outlook

  • $146 billion in digital grocery sales in 2022 (projection)
  • 87% of shoppers will use digital ordering to make grocery purchases in 2023
  • 16% increase in number of pickup orders in 2023 compared to 2022
 

State of Digital Grocery: 2023 Technology Outlook

  • 23% of all grocers will increase their technology spend on digital in 2023 compared to 2022
  • 81% of grocery executives believe upgrading their store technology is critical to supporting their digital growth
  • 77% rate Fulfillment Efficiency as a Top 3 digital investment area in 2023
 

Key Takeaways

% of Digital Grocery Sales

  • Digital sales contribution to overall grocery sales witnessed a dip until May 2022, as shoppers returned to the stores
  • In June 2022, digital sales at $8.3 billion had a share of 11.9% of total grocery sales
  • Digital sales picked up from June 2022, witnessing the highest contribution of the year in November 2022 (17.1%)
  • Digital sales are still on track to cross 20% of all grocery sales by 2026

Online Sales Comparison 2022 - By Digital Channels

  • Grocer platforms are continually gaining more and more ownership, as compared to third-party platforms
  • In the past four months, the share of third-party platforms to overall grocery sales has gone from 24.7% (August 2022) to 18.9% (December 2022)
  • Grocers have taken more ownership of their digital experience, and their websites are the primary source of digital sales (75% - 80%)

Online Sales Comparison 2022 - By Digital Fulfillment

  • Share of digital sales was more skewed towards Pickup vs Delivery through the year, excluding three months (Feb'22, Mar'22, and Apr'22)
  • Within delivery, the grocer delivery share has been faring well over the recent months versus the third-party delivery share
  • In the past four months, the share of grocery deliveries has gone from 23.6% (August 2022) to 25.8%  (December 2022), with highest in November 2022 - 26.1%
 

Methodology

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Join Grocery Doppio and Wynshop on January 11 for a walkthrough of the findings of the State of Digital Grocery in 2022.